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Course Description

To be a customer-centric leader, you should be able to predict how your customers will respond to changes in product, price, or promotions. Yet even seasoned managers struggle with this because human behavior is truly complex.

In this course, you will be introduced to a novel framework to predict customer behavior: the AEC framework. Customer behavior is largely driven by three factors: attention (what are your customers focusing on while making the decision?), emotion (what is the emotional response to the information?), and coherence (is the information coherent or incoherent?). You will also examine three counterproductive managerial styles which can derail attempts to make the best use of insights gained from consumer behavior.

You are required to have completed the following course or have equivalent experience before taking this course:

  • Introduction to Behavioral Science

Faculty Author

Manoj Thomas

Benefits to the Learner

  • Examine how attention and emotion drive your customers' purchase decisions
  • Explore the balance between emotional thinking and analytical thinking that your customers use while considering a purchase
  • Consider the role of coherence in your customers' purchase decisions
  • Examine faulty managerial mindsets and consider ways to fix those mindsets

Target Audience

  • Marketers
  • Brand managers
  • Product managers
  • Engineers and software developers
  • Tech leaders
  • Project managers
  • UX and web design professionals
  • Entrepreneurs

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
Jun 12, 2024 to Jun 25, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $100.00
Type
2 week
Dates
Sep 04, 2024 to Sep 17, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $100.00
Type
2 week
Dates
Nov 27, 2024 to Dec 10, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $100.00
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